Compelling Conference Content: Where Do You Find It?

Happily, I had a large number of responses to my last blog post regarding the challenge of coming up with a conference program that would be so exciting potential attendees would sign up early for your event.

I left off with this question: Where do you find that scintillating only-available-at-your-conference content?

It’s both easier and harder than you think.

I spent much of my working life as a newspaper reporter, so I know what it’s like to start out with the least bit of information (often wrong) about something that has happened or might happen and then work methodically to create a breaking news article that thousands of people will read.

You start with a list of names of people who “might” know something about what you’re writing. You call them and simply say, “Talk to me.”

Along the way, you’ll get advice like “You should call so-and-so and ask her.” So your list of potential sources grows and, eventually, you have enough people telling you enough facts to weave together a credible, true story.

The same thing with creating a conference program. You start with a short list. If you’re fortunate and smart enough to think of it, you’ve got a conference advisory committee who you can ask what’s going to be important to their community by the time the event rolls around and who else you should talk to.

But you also talk to last year’s speakers, names you come across in the media, attendees at previous conferences, strangers you overhear and, before you know it, you’ve got some good ideas.

That’s the easy part: You talk to people.

The hard part is doing it. We have all lived long enough now with digital technologies to have the impulse to reach for ways that will automate processes. But this is one case where you must spend the time to talk to people on the phone and in person if you are going to get a sense of what’s important to the community they are part of and what they will care about 10 months or a year down the road.

And you must do it with a sense of urgency that others will not be sharing, since it is not their responsibility to create a marketing calendar – filled with timely news about exciting conference speakers and sessions – far enough in advance to be successful.

But that’s not all you have to do. While you’re doing your job of putting a relevant conference program together, somebody on your team is also selling sponsorship packages to companies who have their own ideas about how your event should be programmed – and are willing to pay for the opportunity.

How does the conference content professional manage that wasp nest?

Once more, I’ll be back.

Creating Compelling Conference Content: How Hard Could It Be?

It doesn’t have to be, of course. The problem is that event organizers don’t always put the programming they will offer attendees at the top of their earliest to-do lists.

The challenge of successful attendance marketing seems to grow more serious all the time. If you’re one of the many event organizers who are concerned, you’ve been diving into all the blog posts and articles popping up about applying data analysis to attendee marketing and starting to feel your way around the concept of using machine learning.

Of course, none of these new ideas will work if you don’t have something compelling to market. 

Here’s the conundrum: Two forces in conference content creation are colliding with one another; most of us already know this, even if we don’t act on it; and it’s possible only the swiftest and smartest among us will survive.

First, we know that the traditional slate of conference sessions, each with its own set of panelists and a clicker to manage their slides, does not get it. There are new ways to engage attendees, new formats, new ways to deliver information – and many of us are responding to that.

Second, we know people do not need to go to an event to get topical information any more. There are plenty of channels to get much of the content the slowest-changing organizers among us are still trying to peddle to their potential attendees. 

And if you don’t believe me, just Google a handful of the speakers at your next conference and see if you can’t find most of what they’re going to tell your attendees already available from them somewhere online.

That is not to say your attendees don’t want content and to hear from live human speakers. But what they want – and what they’ll pay for – is cutting-edge insight that they can’t get anywhere else but your event.

Where do you find that scintillating only-available-at-your-conference content?

I’ll be back.

Michael Hart is an event consultant and conference content professional. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart or 323-441-9654.

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